Electric dealers to expand the new battlefield of online games

Herald reporter Yong Jinan report

Everyone electric war ended, mother and child market rush, Gome and Suning next will be in which battlefield to spell? The answer has been revealed. A few days ago, Gome online game channel open to the public test, meaning that it officially enter the online games market. And the old rival Suning's electric business platform is easy to buy, has also spread the news of the upcoming online games business. In fact, in the electric business enterprise, Taobao, when and Jing Dong has already become the net swims the predecessor of the world.

Hangzhou, an online gaming company's operating director Coling 4th to accept the Economic Herald reporter interview said, online games for Taobao, Suning and other electric dealers are all new areas, the electrical business to "swim" online games market, the future will be faced with many challenges, "although the Web game is recognized as the power of the platform flow of the important means of liquidity, But the high flow price and low resident rate, as well as the operation of online games and talent gap, it is possible to let the game of the high profile of the strategic supplement into a "chicken." ”

The current of the net flow

1st, Gome online game channel Open public testing, the first batch of 4 games. Gome Online CEO Handepeng says the game channel will be officially operational by the end of February. This is Gome's first foray into the gaming arena. Like to choose the United States on two legs, this time, in addition to the 3 games to take the industry common way, but also to "who the Three Kingdoms" this game first attempt exclusive agent mode.

In fact, the field of contact gaming in Gome dates back to 2012. It is understood that last August Gome and Shanda games in the mobile game pre-installed cooperation, two months after the original Gome online mall made the "Panda mystery" game of the first right.

This year New Year's Day just passed, Suning also outgoing will enter the game market news. Currently。 Suning easy to buy and a well-known domestic network game company to achieve cooperation will, the cooperation of the online games will be formally launched in the near future. Su Ning Tesco executive vice President Li Bin said, Suning Tesco has put forward "super electrical" strategy, that is, to create "online under the combination of virtual reality" network Life service platform. If the time is ripe, does not rule out again with domestic and foreign well-known game merchant to establish the cooperation relations.

This is no exception. In many electric dealers, Taobao first layout online games market, in May 2012 launched a web game recommendation platform and Taobao game trading platform. such as Taobao, the country's leading electric business, the user scale, into the online games market, the user resources and web game hook, not only can use the game to enhance the user stickiness, but also can accelerate the flow of cash to make profits. In addition, users in the online game if the need to pay products, but also can buy directly from Taobao.

September 27, 2012, Dangdang game business low-key online, officially enter the game market. When the aspect is clearly stated to do is "display function" for other game manufacturers to sell ads.

Followed by Taobao, when the pace of the Beijing east on September 29, 2012 on the line of the Web game transport platform. The transport platform is subordinate to the Beijing-East pop platform, the BoE is responsible for providing platform, technology and flow support, game services provided by operators, the two sides according to a certain proportion.

In Coling view, the electric trader enters the net swims the market, is the fancy net swims can turn the electricity merchant platform flow.

The "China online game Market Trend forecast 2012-2015" released by the Analysys think-tank predicts that the overall size of China's online gaming market will reach 68.5 billion yuan in 2013, up 23% from 2012, and 2014 to 82.57 billion, up 23% 2015 will reach 94.806 billion yuan, an increase of 14.8%.

It is because of the great potential of the online games market, it attracted the electric business giants scrambling to enter, trying to get a piece. At the same time, to 360 companies as the representative of the Internet enterprises in the net profit quite abundant, but also to Gome online and other electric operators to see the net in the flow of the huge potential of liquidity. Public data show that the 2012-year quarter, 360 of the company's web game operating business receipts of 20.94 million U.S. dollars, accounting for more than 30% of the company's total revenue.

The key is the operations team

Coling that the web game is seen as an important way to change the flow of electricity, but it can not be denied that the electric dealer layout online games Market pros and cons coexist, "Taobao, when and so has been running for some time, the results are not gratifying." ”

Herald reporter learned that the market competition is fierce, the general sense of the game pool platform countless, relatively successful 37wan, Tencent open platform. In addition, the online game giants Shanda, Giants, NetEase and other occupy the majority of the Jiangshan, how the electric business in the heavy siege of the emergence of the business strategy is worth considering.

"The electric trader is involved in the game transport platform, the product is single, the user is not viscous. "By contrast, the game platform focused on research and development of online games is rich, novel, more attractive to users and more user loyalty," Coling said. "Coling further explained that, the net buys the crowd the purposeful is very strong, the point opens the electricity merchant webpage is the shopping, but the person who plays the game is not very rare, is willing to spend on the electric business homepage game The person is very few."

More critical is that the lack of professional online operation team, will be the development of the game market, the biggest weakness. Coling that a good operating team, to a large extent, determines the electrical business platform for the healthy development of the network can pool to a good game products, the operation can achieve the desired effect, all depends on the ability of the Operation team. "Online gaming enterprise every penny is to provide users with services to earn, they regard the player as God, but the electric dealer is only the joint-venture game as selling advertising and distribution platform, is an equal transaction." The value of the two pursuits is different and the operation effect is difficult to be consistent. "Coling said.